research plan proposal · 2020. 4. 23. · consumer behaviour is influenced largely by economic...

1

RESEARCH PLAN PROPOSAL

Impact of Consumer Buying Behaviour on Consumer Satisfaction: An

Empirical Study on Select Online and In-store Jewellery Purchase

For registration to the degree of

Doctor of Philosophy

IN THE FACULTY OF COMMERCE AND MANAGEMENT

IIS (Deemed to be University)

Submitted by:

Ms. Swati Phophalia

Research Scholar

IIS (Deemed to be University)

Under the Supervision of

Supervisor: Co Supervisor:

Prof M.K. Sharma Dr. Shweta Kastiya

Dean Sr. Assistant Professor

Dept of Management Faculty of Commerce and Management

IIS (Deemed to be University IIS (Deemed to be University)

Jaipur Jaipur

Department of Management

August 2019

2

CONTENTS

S. No Particulars Page No.

1. Introduction 3

2. Review of Literature 8-20

3. Research Gap 21

4. Relevance of the Study 22

6. Scope of the Study 22

7. Flow of Research 23

8. Theoretical Framework 27-28

9. Objectives of the study 29

10. Hypotheses 29

11. Research Methodology: 30-31

Research Design

Universe of the Study

Data Collection

Sample Details

Tools and Techniques

Limitations

12. Scheme of Chapterization 32-33

13. References 34-36

(Appendices)

Consumer Behaviour

Consumer behaviour is the study of how individual customers, groups or organizations select,

buy, use, and dispose ideas, goods, and services to satisfy their needs and wants.

By understanding what causes the consumers to buy particular goods and services

determining which products are needed in the market.

According to Engel, Blackwell, and Mansard, ‘consumer behaviour is the actions and decision

processes of people who purchase goods and services for personal consumption’

Major Factors affecting consumer buying behaviour

The consumer behaviour or buyer behaviour is influenced by several factors or forces. They are:

Internal or Psychological

factors

Motivation

perception

learning

Attitudes and beliefs

Social factors

Family

Reference

Groups

Roles and status

3

Introduction



By understanding what causes the consumers to buy particular goods and services

determining which products are needed in the market.



cting consumer buying behaviour


Factors affecting

consumer buying

behaviour

Social factors

Family

Reference

Groups

Roles and status

Cultural factors

culture

sub culture

Social Class

Economic factors

Personal Income,

Family income

Income expectations,

Savings,

Liquid assets of the Consumer,

Consumer credit,

Other economic

factors.

Personal factors

Age

Occupation,

Income

Life Style



By understanding what causes the consumers to buy particular goods and services will help in




Personal factors

Age

Occupation,

Income

Life Style

4

1. Internal or psychological factors: The buying behaviour of consumers is influenced by a number of internal or psychological

factors. The most important are

a) Motivation

b) Perception

2. Social factors: Man is a social animal. Hence, our behaviour patterns, likes and dislikes are influenced by the

people around us to a great extent. The social factors influencing consumer behaviour are

a) Family,

b) Reference Groups,

c) Roles and status.

3. Cultural factors: According to Kotler human behaviour is largely the result of a learning process and as such

individuals grow up learning a set of values, perceptions, preferences and behaviour patterns as

the result of socialization both within the family and a series of other key institutions. Cultural

factors consist of

a) Culture,

b) Sub culture and

c) Social class.

4. Economic Factors:

Consumer behaviour is influenced largely by economic factors. Economic factors that influence

consumer behaviour are

a) Personal Income,

b) Family income,

c) Income expectations,

d) Savings,

e) Liquid assets of the Consumer,

f) Consumer credit,

g) Other economic factors.

5. Personal factor:

Personal factors also influence buyer behaviour. The important personal factors, which influence

buyer behaviour, are

a) Age,

b) Occupation,

c) Income

d) Life Style

5

Consumer Satisfaction

It is a term which denotes the feeling of joy a consumer gets while or after consuming a product.

It depends on consumer expectation about the product. Consumer compares the actual

performance of the product with expected performance and thus feels satisfied or dissatisfied

If the performance exceeds expectations, the customer is highly satisfied and delighted

Jewellery

Jewellery consists of small decorative items worn for personal adornment, such as brooches,

rings, necklaces, earrings, pendants, bracelets, and cufflinks. Jewellery may be attached to the

body or the clothes. Jewellery is being designed for men, women, and children. There are various

categories of jewellery popular in India including gold jewellery, silver jewellery, platinum

jewellery, diamond jewellery, colour stone jewellery, beaded jewellery, kundan meena jewellery,

temple jewellery, thewa jewellery etc.

Indian Scenario

The Gems and Jewellery sector contributes around 6-7 per cent to the country’s GDP and also

employs over 2.5 million workers. It is one of the fastest growing sectors, it is extremely export

oriented and labour intensive industry. Traditionally the main motif to buy jewellery is to show

off wealth or for investment and is brought from the traditional family jeweller. But in recent

years the Gems and Jewellery sector is witnessing changes in consumer preferences due to the

adoption of western lifestyle. Moreover, increase in the per capita income has led to an increase

in sales of jewellery, as jewellery has always been a status symbol in India.

Consumers are now demanding fashionable and lightweight jewellery with new designs and

varieties. Young generation is more inclined towards branded jewellery as branded jewellers are

able to meet their changing demands better than traditional jewellers. Today consumer is looking

for fineness and exclusivity. To meet out their demand and make their process efficient fast and

cost effective most of the jewellers are adopting latest tools in technology.

Buyers of jewellery are demanding new designs and varieties and are open to making purchases

through the medium of online platforms, while the youth is showing a keen interest in semi-

precious stones for astrological reasons.

Major jewellery brands in India

Tanishq

Amrapali

Kalyan Jewellers

Malabar Gold & Diamonds

Joy Alukkas

Nakshatra

PC jeweller

Senco Gold & Diamonds

Orra

TBZ

•

•

•

•

•

•

•

•

•

Reasons

to wear

jewellery

6

Major jewellery brands in India Major online jewellery websites

Bluestone.com

Velvetcase.in

CaratLane.com

Jewelsouk.com

Amazon

Nakshatra.world

Flipkart

• Be admired and respected

• Make a good impression on the opposite sex

• Look professional at work

• Tradition and customs.

• Sentimental value To feel good about self Express individuality

• Be cool and trendy

• Be modern & up-to-date

• Make a good first impression

• Display wealth & status

Major online jewellery websites

Make a good impression on the opposite sex

Factors affecting consumer buying

Factors affecting customer satisfaction includes

Factors affecting customer satisfaction

• Quality of product

• Convenience

• Personalization

• Quality of service

• After sales service

• Perceived value of the product

• Behaviour of staff

• Buy back and exchange facilities

• Design

• Brand Image

Demographic factors:

•Age

•Education

•Income

•Occupation

•Marital status

Operational and

marketing Factors

•Payment Options

•Serviceability

•Advertisement and Promotion

7

Factors affecting consumer buying behaviour towards jewellery

Factors affecting customer satisfaction includes

Factors affecting customer satisfaction

Perceived value of the product

Buy back and exchange facilities

Operational and

marketing Factors

Payment Options

Serviceability

Advertisement and Promotion

Socio-Cultural

•Influence and Recommendations of family and friends

•status

•Occasion

Product related

•Design

•Quality

•Range of merchandise

•Price

•Trust

•Durability

•Locality of Shop/Outlet

•Convenience of shopping at a particular outlet

Product related

factors

Design

Quality

Range of merchandise

Price

Trust

Durability

Locality of Shop/Outlet

Convenience of shopping at a particular outlet

8

Review of Literature

Flow of Literature Review

Literature collection and boundary identification:

Database used, Google scholar for searching articles;

Paper published only in peer-reviewed academic journals are considered;

Paper were collected for last 15years ; and

Paper with full text available is considered.

Description and Classification of Literature:

Analysis by year of publication

Analysis by research methods

(Empirical, Conceptual, Survey)

Analysis by Journal of publications

Analysis by status (national,international)

Citation Analysis

Content Analysis

Data Analysis

Synthesis of studies

9

Research Articles by year of publication:

Year No. Of Research Paper

2003-2008 7

2009-2013 15

2014-2018 8

Research article by research methods:

Topic No. of Related articles

Empirical 5

Conceptual 3

Survey 22

S.no Journal of Publications

1. International Journal of Engineering and Management Sciences, 3(1), 43-52

2. Journal of Electronic Commerce Research, 6(3), 193

3. Journal of marketing research, 46(2), 247-259

4. Journal of Consumer Behaviour: An International Research Review, 4(1), 40-50

5. Journal of Basic and Applied Scientific Research, 3(2), 340-347

6. International Journal of Retail & Distribution Management, 31(2), 95-106.

7. Journal of Consumer Behaviour, 10(6), 338-346

8. Journal of Fashion Marketing and Management: An International

Journal, 12(4), 456-468

9. Psychology & Marketing, 26(7), 625-651

10. JOURNAL OF BUSINESS AND ADMINISTRATION RESEARCH REVIEW,

ISSN-2347-856X ISSN-2348-0653, 1(6), 86

10

11. Language in India, 17(4), 163-188

12. BUSINESS REVIEW (GBR), 60.

13. International Journal of Applied Research, 3(1), 853-857

14. www.researchgate.net.

15. International Journal, 3(7).

16. Journal of Business and Retail Management Research, 10(3).

17. International Education & Research Journal [IERJ], 5(1).

18. International Journal of Scientific Research in Recent Sciences IJSRRS, 1(1)

19. International Journal of Multidisciplinary Educational Research, 2(9) 10-19

20. Proceedings des Congrés Paris-Venise des Tendences Marketing, Paris, 8-1 7

21. European Journal of Marketing,

Volume 43, Issue 9/10: 1121-1139 (2009).

22. International Marketing Review, 29(3), 253-275. (c., 2012)

23. Journal of retailing and consumer services, 21(5), 735-744.

24. Journal of Bangkok University

25. International Journal of Retail & Distribution Management, 41(11/12), 885-900

26. Electronic Commerce Research and Applications, 11(1), 49-58.

27. Indian Journal of Commerce & Management Studies, 3(3).

28. International Journal of Marketing Studies, 2(1), 213.

29. Journal of Business research, 56(11), 867-875.

30. Journal of Business Research, 57(7), 768-775.

11

Research article by Status:

Citation Analysis:

Citation means that someone has referred work of other author(s). In the present literature

review, citation information provided by Google Scholar has been used for citation analysis to

observe the quality of papers.

Citation Analysis:

S.NO Title Author (Year) No. of citations

1 Impact of demographic factors of

consumers on online shopping

Behaviour: A study of consumers in

India

Dahiya Richa

(2012)

61

2 The impact of internet user shopping

patterns and demographics

On consumer mobile buying behaviour

Bigne, E., Ruiz, C., &Sanz,

S. (2005).

190

3 Why Do Consumers Buy Counterfeit

Luxury Brands?

Wilcox, K., Kim, H. M., &

Sen, S. (2009).

642

4 Effect of brand name on consumers'

risk perceptions of online shopping

Huang, W. Y., Schrank, H.,

& Dubinsky, A. J. (2004).

239

5 Customer perceptions about branding

and purchase intention: a study of

FMCG in an emerging market.

Tariq, M. I., Nawaz, M. R.,

Nawaz, M. M., & Butt, H.

A. (2013).

66

6 Generation Y female consumer Bakewell, C., & Mitchell, 536

National International

13 17

12

decision-making styles. V. W. (2003).

7 Engaging customers on Facebook:

Challenges for e-retailers

Harris, L., & Dennis, C.

(2011).

177

8 The Influence of Mall Environment on

Female Fashion Shoppers’ Value and

Behaviour

Michon, R., Yu, H., Smith,

D., &Chebat, J. C. (2008).

73

9 Value‐based segmentation of luxury

consumption Behaviour

Wiedmann, K. P., Hennigs,

N., &Siebels, A. (2009).

600

10 Consumer behaviour in the gold

jewellery market of kerala

Dr. Jojo K Joseph

2014

1

11 Consumer Perception of Branded

Jewelry in India

NC Sanjula (2017) 1

12 Retailers and customers perception

towards branded gems and jewelry: a

comparative study

Navneet Gera -

13 A study on consumer behaviour

towards jewellery products in

Tiruchirappalli district

Chitradevi, T. (2017). 1

14 Effect of celebrity endorsement on

customers' buying Behaviour towards

gold ornaments. A descriptive study

conducted at kottayam, kerala

Krishnan, A. & Koshy, L.

2013

-

15 Buying Behaviour of Women towards

Gold Ornaments

Bhuvaneswari, G. G.,

&Muthupandi, M. (2015).

1

16 A study of factors influencing

customers’ purchasing behaviours of

gold ornaments

Chaisuriyathavikun, N.,

&Punnakitikashem, P.

(2016).

6

13

17 A study on the influence of

advertisements on the buying

behaviour of gold

jewelleryconsumers'ofkollam district

MS Manoj - 2015 -

18 A Study of Consumer Online Shopping

Attitude and Behaviour towards

Jewellery

Srivastava, P. (2013) -

19 Consumer buying behaviour with

regard to branded and traditional

jewellery with special reference to

Jaipur jewellery market

Jain, N. (2013). 2

20 Which luxury perceptions affect most

consumer purchase behavior? A cross-

cultural exploratory study in France,

the United Kingdom and Russia.

De Barnier, V., Rodina, I.,

& Valette-Florence, P.

(2006).

80

21 E-consumer behaviour Dennis, C., Merrilees, B.,

Jayawardhena, C., & Tiu

Wright, L. (2009).

277

22 Risk, trust, and consumer online

purchasing behaviour: a Chilean

perspective

Bianchi, C., & Andrews, L.

(2012).

130

23 Consumer values, motivation and

purchase intention for luxury goods

Nwankwo, S., Hamelin, N.,

& Khaled, M. (2014).

77

24 A study of factors influencing purchase

decision in an online jewelry store.

Myllymaki, R. P. (2010). -

25 Comparing online and in-store

shopping behavior towards luxury

Liu, X., Burns, A. C., &

Hou, Y. (2013).

85

14

goods.

26 Consumers rule: How consumer

reviews influence perceived

trustworthiness of online stores.

Utz, S., Kerkhof, P., & Van

Den Bos, J. (2012).

202

27 An empirical study of the marketing

strategies on the Indian gold ornament

market.

Moideen, A. ,&

Khan.(2012)

-

28 Hallmarking in India: A Major Quality

Initiative in the Largest Gold Jewellery

Market in the World.

Prasad, V. V. D. (2010). 5

29 Consumer patronage and risk

perceptions in Internet shopping.

Forsythe, S. M., & Shi, B.

(2003).

1440

30 Gender differences in the perceived

risk of buying online and the effects of

receiving a site recommendation

Garbarino, E., &

Strahilevitz, M. (2004).

932

15

Richa, D. (2012) highlighted that Gender impacts frequency of on-line shopping positively and

family size impacts overall spend on on-line shopping. The study found that people tend to shop

online for essential services like reservations and banking. However, people are hesitant in

shopping online for lifestyle goods like dresses, apparels, footwear and jewellery etc.

(Bigne, Ruiz, & Sanz, 2005) made an approximation of the M-shopper profile and identified the

variables influencing purchase Behaviour. The study revealed that Spanish Internet users shows

that the M-commerce decision can be predicted according to consumer age, social class and

behaviour patterns as user of non-store shopping channels.

Wilcox, K., Kim, H. M., & Sen, S. (2009) reveals that consumers' desire for counterfeit brands

will depend on the extent to which their social goals are fulfilled. The authors demonstrate that

the social functions served by consumers' luxury brand attitudes can be influenced by elements

of the marketing mix (e.g., product design, advertising), thus enabling marketers to curb the

demand for counterfeit brands through specific marketing-mix actions.

Huang, W. Y., Schrank, H., & Dubinsky, A. J. (2004) proposed to investigate the relationship

between brand names and consumers’ perceived risk. The study highlighted that the presence or

absence of a product’s brand name affects online shoppers’ perceived risk, but in the opposite

direction to that expected. There was no significant difference between online shoppers’

perceived risk in comparison with brand familiarity; however, online shoppers possessed lower

perceived risk than non-shoppers

Tariq, M. I., Nawaz, M. R., Nawaz, M. M., & Butt, H. A. (2013) examines the purchase

Behaviour of the customers that how general public attract to make purchase of the branded

product and also reveal the important aspects which are quite necessary to capture the purchase

intention of the customers. The study states that the consumers are attracted towards a product

through its image in their mind. The brand image, quality of the product, knowledge about the

product, brand loyalty are some of the factors that have strongly influenced the purchase

intention of the customers.

16

Bakewell, C., & Mitchell, V. W. (2003) examines the decision making of Adult Female

Generation Y consumers (those born after 1977) using Sproles and Kendall’s (1986) Consumer

Styles Inventory(CSI). The study segmented Generation Y consumers in to five meaningful and

distinct decision‐making groups, namely: “recreational quality seekers”, “recreational discount

seekers”, “trend setting loyals”, “shopping and fashion uninterested” and “confused time/money

conserving”. Through this study they proved shopping as a form of leisure and enjoyment for

adult female Generation

Harris, L., & Dennis, C. (2011) examined the extent to which participants are willing to

incorporate social shopping behaviour. They examined that Participants initially had little

interest in Facebook shopping but when ‘pushed up then they buy on the basis of friends’

recommendations. Participants mostly trusted their real friends than Facebook friends.

Michon, R., Yu, H., Smith, D., &Chebat, J. C. (2008) explores how the shopping mall

environment influences the shopping experience and approach behaviour of female fashion

shoppers. A favourable perception of the mall atmosphere forms a positive perception of

the merchandise offering and triggers hedonic shopping experiences. The effect of the

mall environment significantly impacts the shopping objectives of majority female fashion

shoppers. Mall atmospherics has no or little effect on the utilitarian value of low or

high fashion oriented shoppers.

Wiedmann, K. P., Hennigs, N., &Siebels, A. (2009) gives a understanding of consumers’

luxury value perceptions as based on social, individual, functional, and financial aspects. The

study developed a comprehensive model of consumers’ perception of luxury by integrating the

dimensions of financial, functional, individual, and social value to identify relevant behavioural

patterns across different value-based segments.

Joseph, D. J. K. (2014) identified the factors which influence the consumer behaviour in gold

market of the Kerala state. The study revealed that majority of the respondents were positively

17

influenced by the brand image of the jewellers on their purchase decisions. The most prominent

reason for purchasing gold by the consumers is for own use. This is followed by purchase of gold

for marriages in the family, for investment purpose and for gifting to near and dear ones. It was

identified that though advertisements given by gold jewellers are helpful in positioning the

vendor in the market, the advertisements do not have a significant positive influence on any of

the respondent categories in deciding their purchase behaviour.

Sanjula, N. C. (2017) explores different dimension of factors which affect consumer preference

for branded jewelry. The study proves that good customer service, advertisement, wide range of

products under one roof, improvement in quality get the highest ratings for the selected branded

store. New and trendy design, attractive gifts and vouchers and the shopping experience come

second in the rating while analyzing the reasons for the choice of particular branded store. The

emergence of branded Jewelry is a new concept in shopping.

The branded Jewelry segment occupies only a small share of the total Jewelry market because of

the mindset of the average Indian consumer who still regards Jewelry as an investment.

Gera, N. (2015) identify the factors contributing towards purchase of Gems and Jewellery. The

study highlighted that brand name matters a lot from customer’s perception. Design, Quality,

trust plays an important role in purchase of Jewellery for customers. Branding helps create a

niche for the product, higher aspirational value and helps retailers demand higher premium.

Chitradevi, T. (2017) analyzed the level of brand awareness, brand preferences and brand

loyality and how it correlates among the respondents. The study identified that price, purity and

design scores maximum while purchasing jewellery. The preference of consumer is continuously

shifted according to the needs, desires, choices and fashion

Krishnan ,A. & Koshy, L studies the effect of celebrity endorsement on consumers buying

behaviour towards Gold ornaments in Kerala. They identified the demographic profile of the

customers of gold jewellery, the factors other than celebrity endorsement affecting the buying

Behaviour and the characteristics of the celebrity which have an influence on buying Behaviour

in Kottayam District. Customers are attracted by the attractiveness of the celebrities and

18

influenced by the credibility of the endorser. Customers are also motivated to purchase gold not

only because of the celebrities that appear in advertisements but also on the celebrity-product

association.

Bhuvaneswari, G. G., &Muthupandi, M. studies the buying behaviour of women towards gold

ornaments. Respondents bought the gold ornaments mainly because of status symbol, investment

purpose, and religious purpose. The other reasons for buying gold ornaments are traditional

value, own use, gift purpose

Chaisuriyathavikun, N., &Punnakitikashem, P. (2016) investigated factors influencing

customers’ purchasing intention of gold ornaments. The results revealed that there are two major

factors buyer preference and expected future value that are significantly related with customers’

intention to purchase gold ornaments.

MS Manoj&Sajjanan D, ( 2015) studied the influence of various forms of advertisements on the

buying behaviour of gold jewellery consumers. They opined that presentation style, information,

quality of voice, color combination quality of picture influence the buying decisions of gold

Jewellery consumers.

Srivastava, P. (2013) put light on the jewellery buying behaviour of online shoppers of

Lucknow. He highlighted that the willingness for online-shopping is very high for various hard and

soft goods but people hesitate to buy jewellery online because of lack of satisfaction, social

acceptance and recognition and inability to convince family members.

Jain, N. & Sharma, M.K.(2013) highlighted that consumer perceptions and brand specific

attributes have a positive relation with consumer preference towards branded jewellery or

traditional jewellery. Consumers possess a strong and optimistic attitude towards branded

jewellery. The study explored the various required strategies to uplift economy of jewellery

market.

De Barnier, V., Rodina, I., & Valette-Florence, P. (2006) analysed consumer perceptions of

19

luxury in three countries France, Russia and the United Kingdom. The study sconfirmed the

relevance of defined luxury dimensions of Aesthetics, Premium Quality, Personal History and

Expensiveness. It also revealed new trends in luxury goods consumption with the emergence of

Self-pleasure dimension and the relative lack of importance of Uniqueness and Superfluousness

facets. Self-pleasure dimension was found relevant for all three cultures probably because of

luxury internationalisation through global advertising and promotion campaigns emphasising

hedonic consumption of luxury. Also, the research pointed out that beauty, quality, personal

history and expensiveness differentiate luxury goods from standard ones.

Dennis, C., Merrilees, B., Jayawardhena, C., & Tiu Wright, L. (2009) presented an

integrated model of e-consumer behaviour based on analysis and synthesis of e-consumer

literature. They argued that attitudes are influence by functional considerations which in turn

influence intentions to shop . the study highlighted that product selection, customer service and

delivery fulfillment are the most common components in the e-retail context.

Bianchi, C., & Andrews, L. (2012) studied Latin American online purchase behaviour with

regard to trust and perceived risk. The analysis revealed that trust had the strongest positive

influence on intentions to continuing purchasing online. Perceived risk had an inverse

relationship with attitude and consumers’ attitude has a positive influence on intentions to

purchase online.

Nwankwo, S., Hamelin, N., & Khaled, M. (2014) finds correlations between the intention to

buy luxury goods, motivation and personal values. The study reveals that the influence of

religion appears to diminish as consumer affordability of luxury goods increase.

Myllymaki, R. P. (2010) indicated that reliability of store and appearance of the jewelry is the

most important factor influencing purchase decision in a jewelry store. Other factors are price,

material of the product, familiar payment methods and third party recommendations

Liu, X., Burns, A. C., & Hou, Y. (2013) Compared online and in-store shopping behaviour

towards luxury goods. They argued that online and in-store luxury shoppers are influenced by

20

different motivational factors. Online luxury shoppers are price-conscious and have a higher

level of trust towards online customer reviews. In-store shoppers like to see the product

personally before the purchase and give more importance to shopping experience and

interactions.

Utz, S., Kerkhof, P., & Van Den Bos, J. (2012) examined the impact of online store reviews on

consumer trust in online stores. The analysis revealed a significant effect of store reputation. The

online store with the positive review was perceived as most trustworthy followed by the store

with the neutral review.

Moideen, A. ,& Khan.(2012) provides a general overview of the marketing strategies that are

strongly influencing on the Indian gold ornament market. The study revealed that product

quality improvement and price reduction are effective strategies followed by jewellers for

retaining their profitable customers.

Prasad, V. V. D. (2010) studies the awareness levels of consumers of hallmarking scheme of

Bureau of India Standards. He highlighted that consumers are still not aware about the

hallmarking although hallmarking scheme is progressing. The consumer awareness levels must

be improved and that a lot of promotion of the hallmarking scheme is still required.

Forsythe, S. M., & Shi, B. (2003) studied the nature of perceived risks associated with Internet

shopping the study examined four types of perceived risk that were of concern to Internet

shoppers and browsers —financial, product performance, psychological, and time/convenience

loss risk. The results revealed difficulty of judging quality was most frequently cited by Internet

users as a reason for not purchasing online.

Garbarino, E., & Strahilevitz, M. (2004) examines how men and women differ in their

perceptions of the risks associated with shopping online and the effect of receiving a site

recommendation from a friend. The results suggest that, women perceive a higher level of risk in

online purchasing than men and recommendations from friends strongly influence women to buy

online but had no significant effect on men.

21

RESEARCH GAP

The previous studies have identified various factors that affect the Consumer Behaviour of

various products although there are other exogenous factors that need to be studied as all the

factors are not considered in previous studies. Various studies had been done on jewellery

buying behaviour regarding gold jewellery, diamond jewellery, branded and traditional jewellery

but no significant study has been done with regard to consumer Satisfaction from in-store and

online jewellery purchases in India

Most of the studies have been confined to developed countries and very fewer studies have been

conducted in the area of Rajasthan especially in jewellery industry with respect to online buying

behaviour. The proposed research will be confined to Rajasthan as Rajasthan is quite famous in

the field of manufacturing and marketing of gems and jewellery. Henceforth this study will seek

to focus on the consumer buying behaviour and satisfaction towards online and in- store

jewellery.

The research will also identify whether the demographic factors had a significant impact on the

consumer buying behaviour towards jewellery.

The research will further focus on both organised and unorganised sector of jewellery industry.

22

Relevance of the study

The study will help to understand, the consumer preferences over online and in-store jewellery

purchases.

To the Jewellers: The study will help jewellers to understand consumer online purchase

behaviour towards jewellery styles. The jewelers will be acquainted with the products that are

more sellable online. The jewellers can frame strategies to grab the potential market after

knowing consumer online purchase behaviour.

To the society, the study will helps them in getting awareness about online jewellery sites and

stores and will make them identify the major players of online jewellery market and understand

the ease of using online stores which will lead to cost effectiveness and time saving.

To the academicians, the study will help to find out the awareness of online jewellery market

the study will help to understand the issues associated with online jewellery shopping. The study

will help to explore the Marketing strategies used by various online jewellery brands

To the scholars, the study will help them to explore the needs and expectations of consumers of

online jewellery store. The study will also help to identify specific factors that affect online

jewellery shopping, drivers to E-consumers’ adoption of online Jewellery shopping

The study will help to identify the constraints involved in growth of online jewellery shopping.

Scope of the Study

The study will emphasize on the identifying the determinants of consumer buying behavior and

satisfaction from online and in-store jewellery purchases. This study is proposed to be conducted

in Rajasthan. The consumer perception will be taken into account with the help of Primary Data

(Questionnaire) and in some aspects Secondary Data (Books, Journals, magazines etc.) would

also be relied upon for the proposed study.

23

Sr

no Name of the steps

Task to be performed in the step

1

Formulation of research problem

• To identify the determinants of

consumer buying behavior towards

Jewellery.

• To examine the satisfaction of

consumers from online and in- store

jewellery purchase.

• To analyse the impact of consumer

buying behaviour on consumer

satisfaction from jewellery purchase

• To identify the association between

selected demographic factors of

consumers and their buying

behaviour.

• To compare the consumer buying

behaviour for online and in- store

jewellery purchase.

2

Review of literature

� Paper published in peer reviewed

academic journals

� Paper were collected for last 15years

� Paper with full text available is

considered

24

3

Developing hypothesis

• There is a significant impact of

consumer buying behaviour on

consumer satisfaction from jewellery

purchase

• There is a significant association

between selected demographic

factors of consumers and their

buying behaviour

• There is significant difference

between the consumer buying

behaviour for online and in- store

jewellery purchase

4

Operationalisation of concepts

� Construct index

� Construct scales for measuring

variables (Likert Scale)

5

Preparation of the research design

� The means of obtaining

information

� The availability and skills of

the researcher

� Explanation of the ways in

which selected means of

obtaining information will be

organized

� Time schedule

25

6

Determining the sample

design

� Define population

� Determine sample size

� Determine the sample design:

• Stratified Random sampling

7

Construction of the tools for

data collection

� Questionnaires

� Interview

� Schedule

� Secondary sources

8

Processing of data

� Editing

� Classification

� Coding

� Transcription

� Tabulation

9

Analysis of data

� Percentages

� Arithmetic Mean

� Diagrammatic presentation

10

Hypothesis testing

� For Data Reduction: Exploratory Factor

Analysis (EFA).

26

� For Checking the Reliability: Cronbach Alpha

� To find out the relationship: Multiple

Correlation and Multiple Regression.

� To test the Hypotheses & Models:

Confirmatory Factor Analysis (CFA) and

Structural Equation Modeling (SEM)

11

Interpretation and

generalizations

� Draw meaning from the analysis

� Reach to the conclusion

� See if the conclusion are applicable

universally

� Make generalizations

12

Report writing

� The preliminary pages

� Main text

o Introduction

o Summary of findings

o Main report

o Conclusion

End matter

Theoretical

Construct items to be used in the proposed study

This theory is based on two main variables that forms base for t

interconnection is required to be found in order to arrive at the results of the study and these two

pillars are:

Internal or Psychological

factors

Motivation

perception

learning

Attitudes and beliefs

Social factors

Family

Reference

Groups

Roles and status

Independent Variables

Consumer buying behaviour


• Age

• Education

• Income

• Occupation

27

Theoretical framework

Construct items to be used in the proposed study

This theory is based on two main variables that forms base for the study and their


Factors affecting

consumer buying

behaviour

Social factors

Family

Reference

Groups

Roles and status

Cultural factors

culture

sub culture

Social Class

Economic factors

Personal Income,

Family income

Income expectations,

Savings,

Liquid assets of the Consumer,

Consumer credit,

Other economic factors.

Personal factors

Age

Occupation,

Income

Life Style

Independent Variables Dependent Variable

Consumer buying behaviour


Consumer Satisfaction

• Quality of product

• Convenience

• Personalization

• Quality of service

• After sales service

he study and their


Personal factors

Age

Occupation,

Income

Life Style

28

• Marital status

Operational and marketing

Factors :

• Payment Options

• Serviceability

• Advertisement and

Promotion

Socio-Cultural Factors:

• Influence and

Recommendations of

family and friends

• status

• Occasion

Product related factors :

• Design

• Quality

• Range of merchandise

• Price

• Trust

• Durability

• Locality of Shop/Outlet

• Convenience of shopping

at a particular outlet

• Perceived value of the

product

• Behaviour of staff

• Buy back and exchange

facilities

• Design

• Brand Image

29

Objectives of the study

• To identify the determinants of consumer buying behavior towards Jewellery.

• To examine the satisfaction of consumers from online and in- store jewellery purchase.

• To analyse the impact of consumer buying behaviour on consumer satisfaction from

jewellery purchase

• To identify the association between selected demographic factors of consumers and their

buying behaviour.

• To compare the consumer buying behaviour for online and in- store jewellery purchase

Hypotheses of the Study

Hypothesis 1:

• H01: There is no significant impact of consumer buying behaviour on consumer

satisfaction from jewellery purchase.

• Ha1: There is a significant impact of consumer buying behaviour on consumer

satisfaction from jewellery purchase

Hypothesis 2:

• H02:There is no significant association between selected demographic factors of

consumers and their buying behaviour

• Ha2: There is a significant association between selected demographic factors of

consumers and their buying behaviour

Hypothesis 3:

• H03: There is no significant difference between the consumer buying behaviour for online

and in- store jewellery purchase

• Ha3: There is significant difference between the consumer buying behaviour for online

and in- store jewellery purchase

30

Research Methodology

Research Design:

The proposed study will be based on the following Research Design:

Exploratory Descriptive Empirical

Review of Literature has been

undertaken and will also be

referred to in future.

Presentation of data as it will

be derived.

Testing the Hypotheses and

validating the proposed

framework

Data Collection

The measures to be used in the proposed study will be primarily adapted from previous research

and will be modified to fit the context of the proposed study. A survey questionnaire will be used

as a method of data collection to test hypothesis. The use of Likert –type scale with anchors from

“Strongly disagree” to “Strongly agree” will be applied to measure each response.

Universe and Sample of the study

The data collection will be conducted in the State of Rajasthan between the period of September

2019 to August 2020. Users who actually do online and in-store jewellery shopping will be

originally targeted.

Sample Selection Process

Sampling Process Undertaken

1. Identifying the Target population

Consumers who purchase jewellery from

store and online.

2. Specifying the sampling Unit

Consumers who purchase jewellery from

store and online from Rajasthan

3. Specifying the Sampling Method

Stratified Random Sampling

4. Determination of the sample Size 784 users

31

Sample Size Determination

The sample size is determined on the basis of population size, the level of precision and

confidence level.

On the basis of the following factors, sample size is determined using Morgan formula.

Confidence Level = 95 %

Margin of Error = 3.5%

Population = infinite

Sample size = 784 (table attached)

Tools and Techniques

The below mentioned techniques and tools will be used in order to derive the results of the

proposed study. The techniques used will be:

� For Descriptive Statistics: Arithmetic Mean and Graphical Presentation.

� For Data Reduction: Exploratory Factor Analysis (EFA).

� For Checking the Reliability: Cronbach Alpha

� To find out the relationship: Multiple Correlation and Multiple Regression.

� To test the Hypotheses & Models: Confirmatory Factor Analysis (CFA) and Structural

Equation Modeling (SEM).

� SPSS 22 & AMOS Software will be used to analyze the data.

32

Scheme of Chapterization

Chapter Topic Page No.

List of Tables

List of Figures

List of Abbreviations

1. Introduction

1.1 Introduction

1.1.1 Concept of consumer behaviour

1.1.2 Factors affecting consumer behaviour

1.1.3 Consumer Satisfaction

1.1.4 Online buying behaviour

1.1.5 Jewellery

1.1.6 Factors affecting jewellery buying behaviour

2. Review of Literature

2.1 Review related to consumer behaviour

2.2 Review related to consumer satisfaction

2.3 Review related to online buying behaviour

2.4 Review related to jewellery

3. Research Methodology

3.1 Research Objectives

3.2 Research Gap

3.3 Relevance of the study

3.4 Objectives of the Study

3.5 Hypotheses

3.6 Scope of the Study

3.7 Universe of the Study

3.8 Sample

3.9 Tools

33

3.10 Data Collection

3.11 Processing of data

3.12 Statistical Analysis

4. Descriptive Analysis and Interpretation

5. Empirical Analysis and Interpretation

6. Conclusion

Conclusion and Findings

Suggestions

Application of the Research

Limitations of the Study

Scope for further Research

Bibliography

References

Webliography (Websites)

Appendices

34

References

• Bakewell, C., & Mitchell, V. W. (2003). Generation Y female consumer decision-making

styles. International Journal of Retail & Distribution Management, 31(2), 95-106.

• Bhuvaneswari, G. G., & Muthupandi, M. (2015). Buying Behaviour of Women towards

Gold Ornaments. International Journal, 3(7).

• Bianchi, C., & Andrews, L. (2012). Risk, trust, and consumer online purchasing behaviour: a Chilean perspective. International Marketing Review, 29(3), 253-275. (c.,

2012)

• Bigne, E., Ruiz, C., &Sanz, S. (2005). The impact of internet user shopping patterns and

demographics on consumer mobile buying behaviour. Journal of Electronic Commerce

Research, 6(3), 193

• Chaisuriyathavikun, N., & Punnakitikashem, P. (2016). A study of factors influencing

customers' purchasing behaviours of gold ornaments. Journal of Business and Retail

Management Research, 10(3).

• Chitradevi, T. (2017). A study on consumer behaviour towards jewellery products in Tiruchirappalli district. International Journal of Applied Research, 3(1), 853-857.

• De Barnier, V., Rodina, I., & Valette-Florence, P. (2006). Which luxury perceptions

affect most consumer purchase behavior? A cross-cultural exploratory study in France,

the United Kingdom and Russia. Proceedings des Congrés Paris-Venise des Tendences

Marketing, Paris, 8-1 7

• Dennis, C., Merrilees, B., Jayawardhena, C., & Tiu Wright, L. (2009). E-consumer

behaviour. European journal of Marketing, 43(9/10), 1121-1139

• Forsythe, S. M., & Shi, B. (2003). Consumer patronage and risk perceptions in Internet shopping. Journal of Business research, 56(11), 867-875.

• Garbarino, E., & Strahilevitz, M. (2004). Gender differences in the perceived risk of

buying online and the effects of receiving a site recommendation. Journal of Business

Research, 57(7), 768-775.

• Gera, N. (2015). RETAILERS AND CUSTOMERS PERCEPTION TOWARDS

BRANDED GEMS AND JEWELRY: A COMPARATIVE STUDY. BUSINESS

REVIEW (GBR), 60.

• Harris, L., & Dennis, C. (2011). Engaging customers on Facebook: Challenges for

e‐retailers. Journal of Consumer Behaviour, 10(6), 338-346.

35

• Huang, W. Y., Schrank, H., & Dubinsky, A. J. (2004). Effect of brand name on

consumers' risk perceptions of online shopping. Journal of Consumer Behaviour: An

International Research Review, 4(1), 40-50

• Jain, N. (2013). Consumer buying behaviour with regard to branded and traditional

jewellery with special reference to Jaipur jewellery market, International Journal of

Multidisciplinary Educational Research, 2(9) 10-19

• Joseph, D. J. K. (2014). Consumer Behaviour in the Gold Jewellery Market of Kerala.

JOURNAL OF BUSINESS AND ADMINISTRATION RESEARCH REVIEW, ISSN-2347-

856X ISSN-2348-0653, 1(6), 86

• Krishnan ,A. & Koshy, L. Effect of celebrity endorsement on customers' buying Behaviour towards gold ornaments. A descriptive study conducted at kottayam, kerala

www.researchgate.net.

• Liu, X., Burns, A. C., & Hou, Y. (2013). Comparing online and in-store shopping behavior towards luxury goods. International Journal of Retail & Distribution

Management, 41(11/12), 885-900

• Michon, R., Yu, H., Smith, D., &Chebat, J. C. (2008). The influence of mall environment

on female fashion shoppers' value and behaviour. Journal of Fashion Marketing and

Management: An International Journal, 12(4), 456-468

• Moideen, A. ,& Khan.(2012) An empirical study of the marketing strategies on the

Indian gold ornament market. Indian Journal of Commerce & Management Studies, 3(3).

• MS Manoj & Sajjanan D, ( 2015) a study on the influence of advertisements on the

buying behaviour of gold jewellery consumers' of kollam district. International Education

& Research Journal [IERJ], 5(1).

• Myllymaki, R. P. (2010). A study of factors influencing purchase decision in an online jewelry store.

• Nwankwo, S., Hamelin, N., & Khaled, M. (2014). Consumer values, motivation and purchase intention for luxury goods. Journal of retailing and consumer services, 21(5),

735-744.

• Prasad, V. V. D. (2010). Hallmarking in India: A Major Quality Initiative in the Largest Gold Jewellery Market in the World. International Journal of Marketing Studies, 2(1),

213.

• Richa, D. (2012). Impact of demographic factors of consumers on online shopping

behaviour: A study of consumers in India. International Journal of Engineering and

Management Sciences, 3(1), 43-52

• Sanjula, N. C. (2017). Consumer Perception of Branded Jewelry in India. Language in

India, 17(4), 163-188.

36

• Srivastava, P. (2013) A Study of Consumer Online Shopping Attitude and Behaviour

towards Jewellery, International Journal of Scientific Research in Recent Sciences

IJSRRS, 1(1)

• Tariq, M. I., Nawaz, M. R., Nawaz, M. M., & Butt, H. A. (2013). Customer perceptions

about branding and purchase intention: a study of FMCG in an emerging market. Journal

of Basic and Applied Scientific Research, 3(2), 340-347

• Utz, S., Kerkhof, P., & Van Den Bos, J. (2012). Consumers rule: How consumer reviews

influence perceived trustworthiness of online stores. Electronic Commerce Research and

Applications, 11(1), 49-58.

• Wiedmann, K. P., Hennigs, N., &Siebels, A. (2009). Value-based segmentation of luxury

consumption Behaviour. Psychology & Marketing, 26(7), 625-651

• Wilcox, K., Kim, H. M., & Sen, S. (2009). Why do consumers buy counterfeit luxury

brands?. Journal of marketing research, 46(2), 247-259

research plan proposal · 2020. 4. 23. · consumer behaviour is influenced largely by economic...

Documents